OfficeMax is reorganizing its digital operations to better serve customers, it has announced. The retailer launched the OfficeMax Digital Innovation Collaboration Center, or Digital IC2, this month to extend the company's history of delivering an award-winning e-commerce experience for customers, it stated.

Located at OfficeMax's international headquarters in Naperville, IL, the Digital IC2 evolved from input from digital associates, the retailer asserted. OfficeMax applied the ideas received to create a space that facilitates communication and creativity with a particular focus on the digital teams' work styles, the company explained. The intent is support of the team’s efforts to bring innovation to market, the retailer pointed out, adding that the new center is one of the latest ways OfficeMax is delivering against its strategic plan to create a differentiated customer experience through next-generation digital innovation and enhancements.

"I am extremely pleased to introduce our new Digital Innovation Collaboration Center, yet another key milestone demonstrating the overall progress of our Digital initiatives," Ravi Saligram, president and CEO of OfficeMax, said in announcing the Digital IC2 launch. "The new center is aimed at fostering the creativity, collaboration and real-time innovation needed to expedite the delivery of digital solutions that expand upon our multichannel capabilities to better serve the rapidly changing ways that customers shop."

Jim Barr, OfficeMax executive vp and chief digital officer, said. "OfficeMax is committed to expanding upon the award-winning digital experience that our customers have come to expect. The OfficeMax Digital Innovation Collaboration Center is a highly interactive working environment that enables real-time innovation and ideation to help strengthen our position within the e-commerce and omni-channel landscape."

The OfficeMax Digital Innovation Collaboration Center is a continuation of OfficeMax digital initiatives. In an earlier move this year, the retailer launched a new search engine with content and navigation improvements on its OfficeMax Workplace business-to-business e-commerce site. In 2012, OfficeMax enabled Online Store Pickup, giving customers the ability to shop online at its website and pick up select orders the same day at a store location.